Across the globe there is a growing demand for free mobile phone content, mainly in the form of apps. In turn, this is having a marked influence on mobile advertising. The biggest increase in mobile advertising is taking place in the Asia Pacific region. According to the analyst firm Gartner, the region is the largest market for mobile advertising. Gartner predicts that mobile advertising will grow at a rate of 400 percent until 2016. At that point, the market will be worth an estimated $24.5 billion. How do you think the marketplace will react to this new advertising medium as it becomes more common?